How to master the art of following up with journalists

As a rule of thumb: if a journalist is interested in your story, he or she will likely respond immediately. So, if you haven’t heard back it’s probably because your pitch note didn’t make the cut.

Having said that, it’s also important to remember that reporters are a notoriously busy lot and often don’t have the time to read every email they receive. So, how do you catch their attention?

Following up after sending a press release or pitch note can feel a little awkward, but it’s a necessary part of the job – and if done right can help to make your placement happen. Here are some tips to do it in a tactful and non-intrusive manner:

Say something original

A journalist may have inadvertently deleted your email or simply chosen to ignore it – either way it is important that your follow up focus on conveying information that wasn’t in the original pitch. Read the reporter’s last few articles to see what he or she is currently tracking and then relate the information in the press release to relevant and related trends.

Know your client

Pitching is one thing, but answering questions from journalists as they decide whether or not your client is worth covering is another. You’ve got to know your client inside-out. The details that matter may vary depending on the publication you’re speaking to, but keeping tabs on your client’s business model, revenue (if that’s public), growth and leadership team will help you and your pitch stand out.

Personalise your pitch

Lack of personalisation is one the biggest reasons pitches get declined. For one, it shows you haven’t done your homework, but more importantly it’s downright rude. Journalists receive dozens of emails a day – so make their lives easier by sharing stories that are relevant to their sectors. Take the time to get to know journalists, the beats they cover, and the stories they track.

Don’t make multiple calls

While twiddling your thumbs waiting for a response, resist the urge to make multiple phone calls, spam reporters’ inboxes, or worse, reach them on social media. Instead, let some time pass (ideally 2-3 days) – and then call them on the phone to present your case and determine their interest in the opportunity.

Pick a good time

Research shows that journalists prefer to be pitched to between 9 am and 11 am because that’s the best time for them to figure out what they’re going to write that day and present it at editor meetings, which typically happen after 11 am. And remember, you’re not the only one under pressure to deliver a story!